Transcript No Slide Title

Presented By:
Robyn M. Sachs, President RMR & Associates
November 3, 2005
Hosted By...
The B2B Marketing Authority
www.rmr.com
We are all in the business of
attracting, converting, and
keeping customers….marketing
SBA study concluded:
Business Failure Rate
(10 year study)
Number of Businesses
1,000
500
200
1995
2000
Business Failure Rate
2005
SBA study concluded:
“Business failure was attributed to
not having sufficient customers to
produce a consistent profit.”
-orNot enough sales!
Build a marketing communications
plan using 6 easy steps:
1.
2.
3.
4.
5.
6.
Situation Analysis
Goals & Objectives
Unique Selling Proposition
Marketing Vehicles
Budget
Evaluation & Accountability
I. Situation Analysis
You must be able to answer these
3 questions about your business:
1.
2.
3.
Who is my target market?
What is it they want?
Why should they buy from me?
AOL
II. Goals & Objectives
These tend to be :
Brand Image
 Awareness
 Lead Generation

eStara
BizActions
IV. Marketing Vehicles:

Sales
Call
$
Cost
Per Lead
(CPM)
Cost Per Lead Triangle
Telemarketing
Trade Shows
Direct Mail
Web
Advertising
Public Relations
Reach
©2005 RMR & Associates, Inc.
RMR & Associates
E. Cohen & Company, CPAs
Sterling Software
V. Creating a Budget:
Rule of 7
You need at least 7 impressions of your
message over 7 months to influence
your market.
V. Creating a Budget:
The 3 most important secrets of
marketing success:
1.
2.
3.
Commitment
Investment
Consistency
Public Relations
RMR& Associates
“The birth of a brand is achieved
through public relations not
advertising.”
–Al Ries
The 22 Immutable Laws of
Branding
“Why is Public Relations so
Important in Today’s Marketplace?
• Decision-making for business-to-business
products is not a simple, rational process.
• There are all kinds of fears and doubts
present, which influence the buying decision.
RMR& Associates
• Companies need the third-party credibility of
Editors’ or analysts’ testimonials to replace
Fear, Uncertainty, and Doubt (FUD) with Comfort
Stability, and Confidence.
The Message
1. Make your message simple and clear, and stay
focused whether it is a press release, a pitch letter,
or a pitch call.
RMR& Associates
• Make the news “value” obvious.
• Have a consistent Press Release schedule. The goal is
to increase image and awareness for your company
through planned repetition.
The Message
2. Highlight what is unique about your product,
service, or company compared to the competition.
RMR& Associates
• Pitch your information in context of current trends.
• Understand the issues, buzz words and hot buttons
in your market or industry.
The Message
3. Make your story compelling. Write strong pitch
letters, and follow up on them.
RMR& Associates
• The first paragraph should be the strongest part.
• A good way to make a story compelling is to use a
case history.
The Editors
1. Take the time and do the research so that you contact the correct editors
at the relevant publications with the appropriate angle.
2. Be prepared to educate the editors if you want them to understand your
product or service–if you want them to "get it."
3. Another important thing to remember: Editors are very busy like the rest of
us. They work on tight deadlines–daily, weekly, or monthly, as the case
may be. Getting them any information they've requested by the their
deadline is essential.
4. Be as flexible as possible when contacting the media, and contact them
the way they like to be contacted. More and more editors prefer email.
VI. Evaluation & Accountability
Measure back to the areas where MARCOM
plays greatest role:
Increased awareness
 People now understand what you
stand for – “get” your image/position in
the market
 You have a steady stream of qualified
leads coming in from your MARCOM
efforts

For more great tips,visit RMR’s
website at: www.rmr.com
Click on: Marketing Tips
©2005 RMR & Associates, Inc.